Elliott + Associates Architects’ Uptown Kids Store

Elliott + Associates Architects’ Uptown Kids Store ⇒ The idea for Rand Elliott Architects’ corporate mark, introduced in 1977, is an ancient Chinese puzzle. Its challenge is to draw straight lines that connect all nine dots without raising the pencil from the paper. People tend to see the outer edge of the dots as a boundary, which in turn keeps them from solving the puzzle. The key is to go “beyond the dots” – extending the line beyond the field which the dots seem to define. In other words, refusing to accept apparent limitations.


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The puzzle illustrates our firm’s creative process and problem-solving focus. We believe the best solutions lie in “limitations”. The more restrictive the conditions, the farther (or deeper) one must go to find the unique special ingredient within the problem at hand. The concept begins with the client’s vision.



The Uptown Kids logo looks like a subway map, and it is designed to take kids and parents to a fun, colourful place they’ve never seen before. “We wanted to be a destination where parents and grandparents could find exceptional clothing, strollers, and educational toys,” said Carolyn Goldman.



“But we are also making Uptown Kids a place for fashion shows, seminars for new moms, a concert series for kids, and a fabulous area for kids to play while the grownups shop in peace!” Uptown Kids is also exclusively carrying the abstract art of former OSU Cowboy and 10-year NBA veteran guard Desmond Mason.



The concept is ‘kids clothes as art,’ and art needs a frame, so the grid is an evolution of that idea. The store includes an airy, contemporary design that beautifully showcases the clothing and accessories. The store’s grid allows for ultimate flexibility in showcasing the brands exclusive to Uptown Kids. The Goldmans also wanted a children’s playroom area, which we designed with yellow Plexiglas walls so that parents can keep an eye on their kids enjoying some playtime.



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